The Urethane Blog

Simmons Reinvented

SSB relaunches Simmons brand, targets Gen Z and Millennials

ATLANTA – Serta Simmons Bedding is relaunching its legacy Simmons brand as a playful, value-priced ‘first mattress’ line aimed at Gen Z and Millennials. The move is part of an overall brand refresh and innovation push that began in 2018, when SSB merged with direct-to-consumer brand Tuft & Needle, the company said.

SSB is promising to “disrupt the disruptors” with the new Simmons line. The company will continue to market its higher-priced beds under its Beautyrest banner.

Two beds in the new Simmons line, retailing at $299 for a memory foam mattress in queen and $349 for a hybrid in queen, will launch in early December at key retailers like and, officials said. The beds will debut at Costco in January.

The collection will expand to additional models in 2020 that will be sold both online and with key brick-and-mortar dealers, the company said.

SSB officials said the new line represents a “radical relaunch” of the 150-year-old Simmons brand, which has been “reimagined for a world where beds come in boxes, quick-ship is demanded and life stages rule consumer mattress purchasing decisions.”

Read more here: